The impact of service quality, satisfaction, value and switching barrier on customer loyalty in Chinese mobile telecommunication industry

The Chinese mobile telecommunication industry is the most promising market both in terms of the number one size and huge opportunity. It has experienced fast grow rate and is now facing a restructured and foreign entry issue. Under the consideration the launching of the 3G licenses, one-way charge and mobile number portability, the industry is shifting its strategic focus away from price cutting for attracting new customers, towards retaining existing customers through consolidation of service quality and the promotion of customer loyalty. This paper investigates how perception of service quality and switching barriers directly and indirectly influence customer loyalty. An empirical example based on the mobile phone service market in Chinese indicates support for role of main antecedents of customer loyalty. Managerial implications of the results are discussed.